Monthly ArchiveNovember 2008
Mobile marketing has been around for a few years but we are only now starting to see the global implications of its technology. As a society we are becoming ever more dependent on technology to run our daily lives.
Mobile marketing is an effective tool in connecting the audience to what they want. Two things in particular stand out on their own merit; and they are 1) mobile marketing can be marketed as green technology and 2) it’s instantaneous. Green technology is beginning to take new forms with eco-friendly cell phones and PDA’s. Even the simple act of charging the phone day and night, wastes energy. Although this problem may be harder to fix, one solution is not. By this I mean the paperless result of using the cell phone. With mobile marketing the option of paperless tickets, barcode scanning, and coupon vouchers being taken directly off your phone can greatly reduce the waste in paper.
The second aspect of mobile marketing that is extremely important is the instantaneous aspect of it all. With regards to PR the result can be the same as well: it is somewhat simpler because the product is getting delivered directly to the intended audience. There is no waiting and in most cases it is in real time so the technology follows the persons habits and actions. With information and news already old an hour after we hear about it, instantaneous access is a huge benefit of the mobile market.
Along with these two large points there are a few smaller reasons as well. First, it is personal. It is targeted at specific people and/or consumers and thus the strategy plays around those constituents. Secondly, mobile marketing is an ever evolving and exciting technology. The number of tools and products out there leave a lot to the imagination. This also presents a challenge to a high tech PR company because it needs to be aware of the trends and changes in order to successfully achieve its goals. Lastly, mobile marketing makes it easier to communicate, surf the web, make purchases, advertise, and so on.
With so much information out there, it is hard to denote one from the other as better. With the help of a public relations company and the ability for mobile marketing to reach a vast number of people it is becoming easier and will soon be one of the leading devices in advertising and communicating to the public.
With the interest in high tech public relations companies to begin using the green and environmentally friendly strategy, one has to ask would it really make an impact? From a business and public relations standpoint, yes. Here’s why:
1) By greening your business it creates a favorable impact on the public and their perceptions of the environment.
2) The organization would have decreased expenses on materials, disposal of waste, and energy.
3) There would be increased and improved client relations whose interests reside in green or clean tech PR.
4) It provides staff and clients a purpose to protect/enhance the environment
5) Lastly, small steps save money.
Environmentally responsible businesses are efficient businesses.
How is being environmentally conscious going to affect the high tech PR companies and their approach to media?
With the world of technology beginning to think “green,” high tech companies are finding ways to improve their products and promote them to the environmental friendly way of life.
Whether you are a PR firm in Ann Arbor or Michigan, when you are considering your market positioning strategy, one key opportunity today is using “green.”
What PR companies have to realize is that it is not enough to just write a media release saying how good the company is for the environment. It is more about putting words into action that people care about. These clean tech companies are going to have to create products that demonstrate what they advocate (less toxic items in their products, recyclable, etc). And wouldn’t a green-minded public relations strategy enhance the clean tech mindset? The options could include paperless media kits, flash drives, digital releases, media tours that promote both the company and green ideas, getting experts in the field to endorse what you are doing.
In reality, true green thinkers are more adept at picking out the falsehoods from what is fact. With PR, one of the main ideas should revolve around not doing publicity for the sake of publicity. It needs to mean something. Green thinking and clean technology is becoming a cause, like the fight against poverty, or the global food crisis, or even the fight against cancer. It is a hot topic issue among presidential debates or around the local watering hole. And high tech public relations companies need to understand that it is not just talking about the environment but acting upon it as well.
Yes there is a but. The biggest obstacle to promoting environmental organizations actions and services is the lack of creativity on our part. We need to understand that not every story is a “breakthrough” and find that angle that makes it relevant to the public.
Nevertheless, when doing PR for a company that either promotes green living or wants to sell itself as environmentally friendly, it the public relation company’s responsibility to make sure that the business in question carries those values into their own daily operations. Otherwise, it just becomes hypocritical publicity.
It is increasingly difficult nowadays to be recognized for ones expertise in Michigan public relations, hi tech companies, and communication world with the amount of information that is out there. However, there is hope, and it has been around for a while: blogging. Interactive market positioning is oftentimes key to giving people the needed information they seek. The importance of blogging rests on six principles:
First, blogs are easy to publish on the web. The ability to upload thoughts, ideas, or general information is just a few clicks away, allowing for a mass flow of information across a wide spectrum.
Second, blogs are inexpensive. Especially in today’s economy, Michigan PR companies don’t have to spend vast sums of money getting their names out.
Third, it is quick and efficient. There is not wait time. The information is “published” fast and allows for instant reactions. This works especially well with a public relations organization like Eiler Communications to respond to industry and client needs.
Fourth, similar to my third point, blogging grabs the attention of search engines. The more the company blogs the more hits they might get and the more attention it receives via non-paid publicity, a huge bonus for the organization.
My last two points are tied together in that it both positions the company in a favorable light in the eyes of client, industry, and public to treat them as an expert and as a result, hopefully, increases its profits and notability.
Regardless of the reason a PR organization uses blogging, it can be an extremely important tool in the sphere of high tech communicating. And what better way to prove that the company knows media and the field of communications than actually communicating!
More than ever political candidates nowadays are seeing the huge advantages of market positioning and high tech PR via social media. Once in a while a candidate comes along and is a breath of fresh air. There was no better time for Barack Obama than now. With the 2008 election finally over, to the relief of many, we can sit back and assess the impact this positioning and PR had on candidates and nominees.
We are a society of pop culture and instant downloads where information is accessed at astonishing rates. News an hour ago is not news anymore and we are constantly searching for updates.
President-elect Barack Obama is an incredibly charismatic individual and plays well into this culture. Here is my thinking: I don’t think that policy and issue play as large a role as it should have and did in previous presidential elections. Although unfortunate, I feel image is a larger determining factor for the voting population.
Using these ideas, media relations and market positioning are just a couple of ways to build a fan base that can promote a candidates influence in multiple venues. Examples of this type of social marketing would include viral videos on YouTube, vlogs, internet forums, podcasts, Facebook, MySpace, Twitter, and Flickr, just to name a few. Videos seen on YouTube of campaign rallies were free PR on a national scale. In fact on his home website, there is a link to “Obama Everywhere”, which lists all the above and a handful more of places where you can learn and discuss Obama. His campaign took advantage of this social market positioning and used it in their strategic plan for success. He reached out to the numerous constituents and gained their attention and respect by understanding that technology is continuous and evolving.
It was in this sense that Obama was able to fundraise from micro donors (and in return allowed him to disclaim lobbyist influences in government). Furthermore, according to a CNN.com exit poll, 66% of all 18-29 year-olds and 52% of 30-44 year-olds voted for Obama. These are the same typical demographics that are familiar with and use social media as both an outlet for discussion and information seeking; the so-called “internet generation”.
The reason this is relevant in politics today is because you will not find a single candidate out there who does not have a website and/or numerous spin off sites. For example, Obama teamed up with Facebook Co-Founder Chris Hughes to create My.BarackObama.com, in which users could join an online community that boasted over a million members. Using these high tech venues one can find local events, contact undecided voters near you, and share stories via blogs. The thinking is this: candidates, especially at the presidential level, can be, and oftentimes are, impersonal. My.BarackObama.com removes that a little bit and makes him and his campaign feel more about you.
Obama positioned himself as a beacon for change. He spoke with an intelligence that articulated respect. He symbolized a new beginning or at the very least a fresh start from the turmoil of the last 8 years. Obama had a strong grasp of the power public relations and high tech devices to campaign in new ways. From my viewpoint, someone who understands the way people think and seems to have a direction definitely gets my vote.
A few weeks ago on our blog, the question was asked why is public relations important, especially in our poor economy today? Jenny was dead on when she rhetorically asked how are you supposed to attract new business if you get rid of the people that are in charge of bringing it in? Her first point in having a public relations company was to target in on the marketing position. Agreed, no doubt. Unpaid advertising and marketing is extremely important to companies nowadays. Many cannot afford to spend the money when it is needed elsewhere to make a successful business run smoothly. That is where the PR firm plays its role.
I think there is something else however that it can do to enable its market positioning strategy further for success and that is position the company to be an expert in its respective field. Eiler Communications is a case in point. It specializes in high tech PR and has the experience and track record to prove that.
Proving to an audience that the company is an expert in hi tech is a type of brand equity. An organization with strong brand equity will enjoy visibility and a reputation that makes them stand out from their competitors. It also becomes relevant when people believe the organization, or its services, add value to their life. Therefore, by strategically placing the company through a public relations agency that specializes in market positioning (especially in high tech areas), they can relax knowing that clients will become interested based on their expert services with little money spent on paid advertising.